Analyst says QSRs should prioritize digital efforts
Especially in mobile platforms.
"I think QSRs should definitely be prioritising digital efforts particularly around mobile as consumers want the convenience of ordering these days," said Armina Soemino, Equities Research at J.P. Morgan.
She noted that internet penetration in Australia is at 81% and mobile internet penetration at 59% which makes it a powerful tool. "Digital not only increases brand awareness and incremental customer base and therefore orders and sales but also decreases cost to serve in terms of both people and mistake orders."
A brand at the forefront and an example of making digital work is Domino's where 60% of its orders comes from online with 50% of that being mobile .
"QSRs definitely need to be on all digital platforms including social media be it Facebook, Instagram, Twitter, Pinterest, etc as well as email," added Soemino. "It is not always about the hard sell, oftentimes you just want to create engagement with the brand so sometimes putting up funny cat photos actually works to engage the consumer."
Armina will be speaking at this year's QSR Media Conference and Awards. Find out how some quick service and fast casual restaurants are leading the pack and succeeding in the digital era. Hear their success stories and learn what they are doing differently so you too can amp up your digital strategy.
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